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Australia’s premium 100% Natural, Certified Organic beauty brand, INIKA Organic, has announced the appointment of eco and sustainability warrior and supermodel Robyn Lawley, as their new brand ambassador. As one of Australia’s most celebrated models, an author, podcaster and environmental activist, Robyn epitomises everything that INIKA Organic stands for; authentically natural, sustainable and pure with purpose.
“We partner with people who are as passionate as we are, and Robyn lives and breathes her purpose, just as we do. She uses her platform to advocate for sustainability, animal rights and the environment, which are all core to INIKA’s values” said Tony Rechtman, Founder and CEO of Total Beauty Network.
As part of the campaign, INIKA has unveiled a series of stunning images of Robyn that are completely unretouched.
“Being beautiful doesn’t mean being perfect. We wanted a campaign that reflected our pure authentic brand ethos, delivering a beautiful and powerful campaign that was also natural and real, we therefore made the decision not to retouch any of the images,” added Amanda Connors, Global Chief Marketing Officer for Total Beauty Network.
Robyn said, “I’m thrilled to be a brand ambassador for INIKA Organic. I’m passionate about what I put into my body and on my face, so to be aligned with a brand that is 100% Natural, Certified Organic, Cruelty-Free and Vegan is the perfect fit. The brand is also doing incredible things to combat plastic packaging within the beauty industry.”
Coinciding with Robyn’s appointment, the brand has also launched People with Purpose, a grant program that aims to recognise people who are doing incredible things with purpose, whether that be protecting the environment, fighting for animal rights, or helping to create a more sustainable future.
INIKA is the world’s first Certified Plastic Neutral makeup brand, helping to combat the 120 billion units of beauty packaging that is produced, and enters the environment and landfill, every year.
Plastic Neutral certification assures responsible plastic waste management, so for every kilo of plastic waste that INIKA Organic puts into the environment, they collect and recycle another kilo that would otherwise have gone to landfill. The collected plastics are then made into posts and garden stakes that are donated to Australian farmers who have been devastated by bushfires and droughts.
INIKA Organic is at the forefront of sustainability, with 90% of packaging drawing from a mix of innovative, sustainable materials such as aluminium, glass, sugarcane, and post-consumer recycled plastic.
“INIKA translates to ‘little Earth’ in Sanskrit - and while our planet may be small in the universe, it is rich in precious resources. Our name is the foundation and inspiration behind everything we do, including our nourishing ingredients from the purest sources Earth has to offer,” added Tony.
Harnessing powerful organic ingredients and rich botanical actives, INIKA’s hero ingredient is the desert resurrection plant - Rose of Jericho. This dry tumbleweed can stay dormant for years, and springs back to life when it touches water. Unlocking the botanical extracts enables INIKA to deliver products clinically known for their anti-pollution, protective and healing properties. Combined with Grape Seed Extract, Caviar Lime and Maca Root, the INIKA Organic Phytofuse Renew™ skincare range has been independently tested for clinical performance in anti-ageing, hydration and skin firming.
The People with Purpose grant is open to Australian residents and will see the recipient receive $10,000 to further invest in their purpose, and individuals can nominate themselves or someone else for the program. Further information is available at https://www.inikaorganic.com/pages/people-with-purpose.
INIKA is more than clean, it’s Pure with Purpose.